Singapore-Volume-9-Hockhua PDF

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MARKET When it comes to health and wellness, Hockhua Tonic Singapore (‘Hockhua’) stands out as a leader in the import, distribution, production, and cultivation of specialised traditional Chinese medicine (‘TCM’) products. The company has successfully developed greater awareness and promoted the value of alternative therapies by providing quality products at affordable prices. The product and price ranges are so broad that consumers include everyone from the average student to the high-income businessman. Hockhua’s main products include Chinese her bs such as ginseng and cor dyceps, bird’s nest, abalone, dried seafood, manuka honey, herbal tea, red wine, as well as health supplements. Its target market includes those who, on average, are more health conscious and want a better quality of life for themselves and their loved ones. Judging by the turnover of the last financial year, which totalled S$140 million, the support from the community continues to demonstrate positive growth.

is the 11th consecutive year Hockhua has reached that pinnacle. It also won the Top 100 Singapore Excellence Award in 2012 and was conferred a Silver Award, from AVA (AgriFood and Veterinary Authority of Singapore), recognising the 10t h consecutive year of achieving Grade ‘A’ status for excellence in food hygiene, sanitation and processing. Hockhua was the first company in Singapore to set up a Chinese medical hall that specialised in selling ginseng and bird’s nest. It also helped change the perception of Chinese medical halls to be more than a Chinese Practitioner dispensing herbs. Since inception, Hockhua has added more than a thousand different product varieties in its outlets, and in 1991 became the first medical hall in Singapore to start a point accumulation system. As a result, customers earn points based on purchases, and those points can be redeemed for gift items at the end of the year. The rewards programme currently has more than 440,000 registered members.

HISTORY ACHIEVEMENTS One of the biggest accolades a company can receive is the achievement of Superbrands status, and this

Hockhua was founded by Mr Chan Tiong Cheng in 1986. It was started as a small business, with his mother Madam Lee Ang Cho, importing American Ginseng from Canada. The business expanded in 1987 to a wholesale company, distributing the same product with three other partners.

As the business grew, and t increased for traditional Chinese they set up Hockhua Ginseng Bird Enterprise in 1989 and began to bird’s nest for its first retail shop in The popularity of the first further expansion between 1990 1992, Hockhua was already a co traditional health food chain. T of the retail chain prompted th management to venture into dire set up SHW Trading Enterprise enabled the company to cut oper maintain lower retail prices, and ac quality control. By 2000, there were 30 reta Hockhua also opened its first O Tea store. It began to upgrade an quality of its imports by establishin subsidiary companies, each spec of its major products, which inclu bird’s nest, Chinese herbs, agri-f and traditional medicine. In 2003, Hockhua Holdings present headquarters at Ang Mo Park and centralised its admin oper at ions to increase pr od professionalism. The company wa a year later, and Hockhua Gins Trading Enterprise was renamed H Pte Ltd, in order to more accurat scope of its business. In 2007, the company exp and opened its first two ret Kuala Lumpur. As of 2008, Ho six major import and distr and was ope food and ph

bird’s nest from Indonesia and East Malaysia, and in 2009, it also began farming its own bird’s nest in West Malaysia. Hockhua’s abalones, both wild and aquacultured, are imported from Australia, New Zealand, Mexico, South Africa, Chile, Japan, Korea, Taiwan and China. The company ensures its packaging displays detailed product information, including the drained weight of the abalone, in order to validate the amount charged. With the majority of Singapore parents now working, the market trend for TCM is moving toward convenience and easy consumption. As a result, Hockhua offers ready to consume bottled bird’s nest which is easy to store, and which is high in nutritional value. The product range includes bottled snow jelly, ginseng capsules, as well as various herbal essences.

RECENT DEVELOPMENTS

manufacturing plants in Singapore, with a total floor area of no gao - 13,000sqm. By 2009, the company’s network had expanded to 46 retail shops and 15 herbal tea stores in Singapore, in addition to 7 outlets in Malaysia. Hockhua’s second Singapore manufacturing facility, which focuses more on the direct manufacturing and packaging industry, opened in 2011 and obtained HACCP certification. This significant development has helped the company’s net work cont inue to expand. Hockhua now consists of six trading companies, 62 Hockhua Tonic retail outlets in Singaporeplus 13 in Malaysia, 1 China and as well as 15 Herbal Tea outlets throughout Singapore.

PRODUCT Hockhua offers a range of over 1,000 different TCM products, health foods, supplements and beverages for healthy living. Its three-star products are Ginseng, Bird’s Nest (Golden Cow) and Abalone (T iger King). Since 2003, Hockhua has been cultivating its own ginseng with partners in Ontario, Canada, and in Jilin Province, China. The f actories st rictly adhere to good manufact uring pr actices, while t he brand continues its aim to provide better health, and better quality of life, at affordable prices. H. W. B i rd’s N es t impor t s mor e t han 20 grades of superior

In 2 0 1 1 , Hoc kh ua set up i t s se co nd manufacturing facility in Singapore, which also obtained HACCP certification. This plant focuses primarily on direct manufacturing and packaging for ready to consume health foods such as herbal jelly, concentrated aloe vera drinks, and fruit juices. The brand also launched an online e-store in late 2014 which provides another channel for customer purchases. The reward programme allows members to accumulate points from e-store purchases while at the same time enjoying convenient delivery options. The company cont inued to expand its business to overseas, the first outlet in China Fuzhou was opened in late 2016, at Indonesia a Bird’s Nest processing factory was launch in mid-2018.

PROMOTION Hockhua actively promotes its products in print advertising, on the radio and television, via digital advertising, Facebook, and WeChat. It also runs regular in-store promotions islandwide during special occasions such as Chinese New Year, Mother’s Day and Father’s Day. In order to maintain as a major player in the TCM market in Singapore, recognising the continual support of customers remains a focal point for Hockhua. The company’s retail chain, Hockhua Tonic, celebrated its 27th anniversary in 2016. The milestone event was commemorated with a month-long promotion and gifts to thank customers.

BRAND VALUES Driven by a desire to understand and fulfil customer needs, Hockhua cont inues t o provide quality products, at reasonable prices, t hat promot e t he benef it s of good healt h. The decision to establish six different subsidiaries

commitment to consumers is furth in its three key values: Team Sp Improvement, and Dedication Satisfaction. The company name itself c Chinese characters: “Hock” - mea and “Hua” - meaning prosperity. preparation for Chinese New Year the Chinese character ‘fortune door to signify the arrival of good f and health. It suddenly struck h the company logo with the Chine Fortune (‘福’) in the middle, su Prosperity (‘Hua’) around it in a ci this way, fortune, prosperity, pea could be passed on to all those products.

hockhua THINGS YOU DIDN’T KNOW HOCKHUA

Singapore to bring quali and birdnest products to t By categorising these pro different grades, it offers t to the varying price point targeted consumer. factories in Singapore from 2 These factories produced 20 patented TCM products and powder forms in line wi standard. In addition, the fa manufacture a wide range birdnest, health foods and beverages with HACCP certi birdnest has received its S from AVA (Agri-Food and Authority of Singapore) afte Grade ‘A’ status in foo sanitation and processin consecutive years, and was c ISO 22000 Food Safety M System in 2017. Holding and Hockhua Ton subsidiary companies that c Hockhua Holding are H.W H.W Ginseng, H.W Herbs, food, H.W Seafood and H.W Medicine. These comp responsible for the cultivat production, processing and of their products. Additional Tonic run all of their reta Singapore and Malaysia. In have 62 outlets in Singapo outlets in Malaysia. 440,000 members as record Si

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